What messaging do you call successful?

Successful messaging isn’t just about sounding good—it’s about driving the right action at every stage of the customer journey. The best messaging does three things:

1. Moves customers toward your worldview – It clearly articulates the problem in a way that reframes their thinking, shifts them toward your solution, and makes them see your product as the inevitable choice. If your messaging makes customers say, "I never thought about it that way before," it’s working.

2. Drives measurable business impact – Great messaging fuels everything from higher conversion rates and faster sales cycles to lower acquisition costs and improved win rates. While it’s tough to isolate messaging as a sole factor, you can track its influence at different funnel stages—ad CTRs, demo requests, site engagement, sales velocity, and closed-won deals. If messaging changes and those metrics improve, you’re onto something.

3. Empowers internal teams – Messaging isn’t just for customers; it’s an input to marketing, sales, and GTM success. If sales feels more confident, if marketing can build high-impact campaigns around it, and if execs naturally reinforce it, that’s a strong sign it’s landing. Sales asset usage, call recordings (via Gong), and internal surveys measuring sales confidence are great ways to gauge this.

Remember that while quantitative metrics can show what’s working with the top-of-funnel engagement, it becomes more challenging to gauge deeper in the funnel. That’s where qualitative feedback—customer interviews, sales conversations, and analyst briefings—provides deeper insights into whether messaging is truly resonating. 

Ultimately, the best messaging doesn’t just sound good—it sticks, scales, and sells. If it’s moving customers, proving itself through measurable signals, and enabling internal teams – it’s working.